IEG SPONSORSHIP REPORTThe guests drove Ferraris, Lamborghinis and other luxury sports cars with tips from Ganassi. “Chip talked about the ride and feel of each car, how you go in

© 2016 IEG, LLC. ALL RIGHTS RESERVED. 1

IEG SPONSORSHIP REPORT

STRATEGY

WHY DOW CHEMICAL IS BONDING WITH SPONSORSHIP Chemical giant scouts global properties that can help promote its sustainability message.

The Dow Chemical Co. is finding a positive reaction from sponsorship.

The material sciences giant credits its six-year-old sponsorship push (Olympics, NASCAR and golf) with accomplishing the following:

• Strengthening customer relationships• Accessing new sales channels• Showcasing technology/innovation • Promoting sustainability• Enhancing the Dow brand

Based on that success, Dow is scouting additional ties with properties that can be used to engage customers and showcase innovation at the global level.

“Our involvement with the Olympics and NASCAR woke us up to say “where else do we need to go?’ We’re evaluating sports now and for the future,” said Rick Penn, Dow Chemical Co.’s director of global sales & sports partnerships.

The company is partial to partnerships that support its sustainability message, he said.

“Sustainability is our niche. We want to bring sustainable business to the world of sports, and we want to align with organizations and leagues that have the same mentality.”

Penn points to the 2016 Rio Olympic Games as an example. Dow leveraged its partnership with the International Olympic Committee and “official carbon partner” status of the Rio Games to mitigate greenhouse gas emissions. The company used science-based technologies in Olympic venues and city infrastructure to reduce carbon emissions both during and after the games.

“We want to bring Dow to the world by using sports as a portal.”

Demonstrating its commitment to sponsorship, Dow has created the “Olympic & Sports Solutions” team to oversee current and future partnerships. Louis Vega, Dow Chemical Co. vice president, Olympic & sports solutions, heads up the team.

WWW.IEGSR.COM

IEG SPONSORSHIP REPORTTHE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING

OCTOBER 17, 2016



NASCAR Program Drives Sponsorship Success Dow entered the NASCAR waters in 2013 via a test program with Richard Childress Racing and driver Jeff Burton.

The sponsorship took several years to put together due to the challenges of integrating Dow products into the race experience, said Penn, who previously served as RCR vice president of business development prior to joining Dow in 2015.

“The number one thing Dow said to me is ‘if we can’t use technology and innovation in the race car or the sport, we’re not interested. That’s not Dow.’”

RCR engineers worked with Dow chemists for more than a year testing products (lubricants, greases, etc.) that could enhance the team’s performance. The company uses the product integration to showcase its technological innovation in front of prospects and customers at the RCR shop.

Pass-through rights play a key role in the sponsorship. The Dow logo has appeared by itself on the car just once; the company has turned over the real estate to customers at the other races. Dow can only pass through the rights to companies that do not compete with other RCR sponsors, said Penn.

A race at Sonoma Raceway was Dow’s “a-ha” moment as it relates to pass-through rights. Dow gave the real estate to Utility Trailer Manufacturing Co., a company that had pulled back on business with the chemical giant.

“Dow used the race to connect with the executives and engineers. They hosted meetings over the weekend to demonstrate how they could win the business back. It worked, and heads starting turning. People started to see this is beyond putting a logo on the car and watching it race around the track.”

Based on that success, Dow expanded the sponsorship with a three-year partnership with Austin Dillon and the No. 3 car. The company sponsors the driver in the majority of NASCAR Sprint Cup Series races.

The company continues to reap success from the program, said Penn, noting that 10 of Dow’s 13 business units use the program to further their business interests with current and new customers. “We have driven a lot of business.”

Participating units include Dow Polyurethane, Dow Coating Materials, Dow Building Solutions and Dow Automotive Systems, the latter of which initiated the partnership.

Dow Coating this month leveraged the No. 3 car with Behr Process Corp.’s Kilz primer at the Oct. 9 NASCAR Sprint Cup Series race at Charlotte Motor Speedway and last weekend’s race at Kansas Speedway.

Behr supported the partnership with a showcar program in the two markets to drive traffic to local Wal-Mart stores.

“Dow is very much an upstream company that many people don’t know. This program allowed us to work with a consumer-facing channel partner.” The company is scouting additional ties with global motorsports and non-motorsports properties, said Penn, pointing to Formula E as an example.

“Formula E is interesting—it’s sustainable and global.”

Source The Dow Chemical Co., Tel: 989/636-1000



WINNING AT THE INTERSECTION OF SPORTS AND SCIENCE

Source: Dow Chemical Co.



SPONSOR PROFILE

EVENT RECAP: PABST BREWING CO. AND PROJECT PABSTBrewery credits music festival with drawing new customers and strengthening bond with existing PBR drinkers. Why stop at one?

Pleased with the success of its Project Pabst music festival in Portland, Ore., Pabst Brewing Co. this year expanded the proprietary marketing platform to three new markets: Atlanta, Denver and Philadelphia.

The festivals have been a success: each event sold out presale tickets within 24 hours, drew more consumers into the PBR fold, while “ProjectPabst” was the number-two trending hashtag during the Portland event.

The brewery this year also secured a new producer and presenting sponsor of the Portland festival—MusicfestNW—as well as an unprecedented number of smaller-level partners.

Those include Dr. Martens and Polaroid, both of which used Project Pabst as a platform to launch new products. Dr. Martens leveraged the Portland festival to promote its DM’s Lite boot and shoe line, while Polaroid partnered with all four festivals to showcase its new Snap instant digital camera and Zip instant mobile printer.

Small Town Brewery sponsored all four festivals on behalf of Not Your Father’s Root Beer. Pabst Brewing Co. distributes the hard root beer line and owns an equity stake in the brewery.

In keeping with its retro vibe, Pabst activated the festivals with the “PBRcade” that featured free Donkey Kong and other old-school games. Attendees also could play the new PBR-themed “Can Crusher” pinball game.

Other activations included the “Pabst Wax” mobile recording studio where attendees could cut a 45-RPM single, beer cans customized by local artists and local and national text-to-win ticket promotions.

IEG SR spoke with Matt Slessler, PBR national brand ambassador, about the thinking behind Project Pabst, the festival’s expansion into new markets, and other topics.

Below are edited excerpts from the interview.

On creating a proprietary music festival We wanted to do it our way. Don’t get me wrong—we have events where we’re just a sponsor. But we like the idea of planting a flag in the ground and doing it our way. When you sponsor another event, you’re beholden to other people. You can collaborate on an idea, but you don’t get to book bands and set concession prices. We sell PBR for $3—you won’t find another festival in the world with $3 beer.

WWW.IEGSR.COM


OCTOBER 17, 2016



On the pros and cons of event ownership The con: it’s a massive amount of work. When we were in Atlanta and Philadelphia, our reps would normally be doing their normal duties on the street. For 60 days minimum they’re focused solely on the festival.

It’s time consuming but worth it because of the reception from our customers and consumers outside our normal customer base.

On taking the festival to new marketsAtlanta, Denver and Philadelphia are loyal PBR markets with a rich musical tapestry. If we could do 50 markets we would, but we don’t have the bandwidth and manpower.

Each city had its own spin. Portland is a two-day festival in the middle of the city, while Atlanta and Denver were more like block parties. Philadelphia had a gritty parking lot feel outside the Electric Factory music venue.

Each city had its own booking—we don’t move the same bands from city to city, which adds to the personality of each festival.

On joining forces with MusicfestNW MusicfestNW has been around for 20 years. We thought if we could put our heads together we could throw an amazing festival with a promoter that is local. We stepped up talent, and it became a perfect storm.

It was strictly a business decision. Instead of competing with another festival that targets the same customer we decided to join forces.

On capping the number of sponsors at the Portland festival The amount of sponsors was staggering. We had ten times the number of sponsors than the inaugural event. It got to the point where we had to think long and hard at how many sponsors we want. We don’t want to look like a NASCAR race.

It got to the point where we didn’t take any more sponsors. We wanted to make sure that we can take care of the sponsors we have

Source Pabst Brewing Co., Tel: 310/470-0962



STRATEGY

PNC PLACES MORE FOCUS ON EXPERIENTIAL MARKETING Properties interested in working with PNC should be prepared to offer memorable, one-of-a-kind experiences. PNC is banking on experiential marketing to engage high-net-worth clients.

The bank is placing more focus on one-of-a-kind experiences that can be used to cultivate relationships with customers and prospects. Those range from private wine tasting events hosted by athletes and other celebrities to pre-show backstage concerts/meet-and-greets at music venues.

PNC uses the experiences to engage wealth management and corporate banking customers.

“A lot of these customers have access to tickets or suites at sports and entertainment venues. It’s not about hosting them in a PNC suite. It’s about giving them an experience they can’t necessarily get on their own,” said Molly Sapienza, PNC group head of corporate sponsorships.

Case in point: PNC last month leveraged is partnership with Chip Ganassi Racing with a ride-and-drive event for 30 guests at the Monticello Motor Club in New York. The guests drove Ferraris, Lamborghinis and other luxury sports cars with tips from Ganassi.

“Chip talked about the ride and feel of each car, how you go in and out of turns, and helped give them a unique perspective from his point of view. The participants said it was one of the best experiences they ever had.”

The team owner has participated in other PNC-hosted events including a reception earlier this summer at a Porsche Museum in Raleigh, N.C.

“We’re the official bank of Chip Ganassi Racing, but you won’t see branding on cars. Our partnership is about experiential opportunities.”

The experiential marketing strategy plays into PNC’s goal of making its marketing dollars work harder, said Sapienza.

“In many cases there’s not a lot of hard costs. It’s a way to create meaningful and memorable experiences without a lot of extra costs.”

PNC also leverages stick-and-ball sports teams, music venues and other properties in support of the experiential marketing strategy.

The bank this year activated its new tie to the New York Giants with a skills and drills clinic for customers’ children at the Quest Diagnostics Training Center. The event was hosted by retired Giants players.

WWW.IEGSR.COM


OCTOBER 17 , 2016



“If we can make parents look like heroes, it goes a long way.”

PNC also uses experiential marketing as a community relations play.

The bank this summer leveraged its sponsorship of the PNC Bank Music Pavilion in Charlotte, N.C. to host children from a local BGCA Club at a Lionel Richie/Cee Lo Green concert. The children were treated to a backstage tour and meet-and-greets with musicians, sound mixers and stage manager.

“They got an understanding of everything that is involved with putting on a live concert.”

Source PNC Financial Services Group, Inc., Tel: 412/762-2000



SIDEBAR

A PEEK INSIDE PNC’S SOCIAL MEDIA STRATEGY In addition to one-of-a-kind experiences, PNC Financial Services Group is placing more focus on digital content created by sponsored properties.

“As a bank, we’re heavily regulated. It’s easier for us to sponsor content pushed out by our partners. That is something we look for—how can we create meaningful content on an ongoing basis that will drive engagement with consumers,” said Molly Sapienza, PNC group head of corporate sponsorships.

And the bank is increasingly looking for properties that can deliver that content.

“As we plan our activation strategies and negotiate agreements, we’re becoming much more prescriptive on what we’re asking for in the digital and social space.”

Sapienza points to PNC’s partnership with the Cincinnati Reds as an example. The bank presents the team’s “Raising a Reds Fan” blog on how fans can get the most out of Reds baseball with their families.

The blog is written by Erin Fischer, a local mom.

“Authenticity is key. It’s coming from the voice of a fan, a new mother and the things she is doing to make the Reds a part of her kid’s life.”

Fischer organically weaves PNC products into the blog content. That includes using a Reds affinity credit card to gear up for game day and using the bank’s savings products to prepare for college.

PNC works with Fischer and the team on the content calendar and how its products and services are integrated into the blog, said Sapienza.

“We make sure its authentic and not a hard push.”

The Reds distribute the content on Facebook, Pinterest and other social media channels.

WWW.IEGSR.COM


OCTOBER 17 , 2016



PNC plans to expand the partnership by hosting Fischer at meet-and-greets at the ballpark and private events for customers.

PNC this year extended the Reds partnership through the 2020 baseball season.

Source PNC Financial Services Group, Inc., Tel: 412/762-2000



ABOUT IEG AND ESP PROPERTIES

IEG has shaped and defined sponsorship over three decades. It is the globally recognized source for industry insights, trends, training and events via sponsorship.com, its annual conference, online publications, trend reports, surveys and webinars.

IEG is part of ESP Properties, a WPP company. As a commercial and creative advisor for rightsholders, ESP Properties helps organizations unlock greater value from their audiences and brand partnerships.

Our consulting team assesses and advises how to grow the value of rightsholders’ commercial programs. We do this through a full range of services across data, digital and content development to better understand audiences and create more relevant ways to engage with them. This provides brand partners with new ways to connect with communities of fans and followers, growing the potential value of commercial partnerships.

Our sales team provides partnership strategy and sales representation to the world’s most active sponsors, within and beyond the WPP network of brand clients. Through WPP we have extensive contacts and deep insights into what it takes to create successful partnerships.

For more information about IEG and the sponsorship industry, please visit www.sponsorship.com, www.espglobal.com, or call +1 312 944 1727.

WWW. SPONSORSHIP.COM

INSIGHTSEVALUATION GUIDANCEIEG LEADS THE WAY IN SPONSORSHIP ANALYSIS, INSIGHT, VALUATION & MEASUREMENT

Documents

IEG SPONSORSHIP REPORTThe guests drove Ferraris, Lamborghinis and other luxury sports cars with tips from Ganassi. “Chip talked about the ride and feel of each car, how you go in